TY  - BOOK
AU  - Moriarty,Sandra E.
AU  - Mitchell,Nancy
AU  - Wood,Charles
AU  - Wells,William
TI  - Advertising & IMC: principles & practice 
SN  - 9781292262062
AV  - HF5804.M6 2019 
PY  - 2019///
CY  - N. York
PB  - Pearson Education Inc.
KW  - Advertising
N1  - Revised edition of Advertising & IMC, [2015]; Includes bibliographical references (pages 595-608) and index; Principle: back to basics -- Advertising -- Brand communication -- Brand communication and society -- Principle : be true to thy brand-and thy consumer -- How brand communication works -- Segmenting and targeting the audience -- Strategic research -- Strategic planning -- Practice : developing breakthrough ideas in the digital age -- The creative side -- Promotional writing -- Visual communication -- Principle : media in a world of change -- Media basics -- Paid media -- Owned, interactive, and earned media -- Media planning and negotiation -- Principle : IMC and total communication -- Public relations -- Direct response -- Promotions -- The principles and practice of IMC -- Evaluating imc effectiveness -- Appendix -- Glossary -- Notes -- Index
ER  -